MARKETING BUDGET FOR LAUNCHING A STARTUP PRODUCT

Abstract

The article discusses the approaches for marketing budgeting of startups at a launch stage. There is no single efficient approach to the generation of a startup marketing budget. The selection of the approach will depend on the unique characteristics of the company and product, the target audience and its geography, income, as well as the source of funding (own funds, investor funds, grants, loans, etc.). Marketing and advertising costs in the budget of modern startups have grown significantly over the past ten years due to the following factors: platform consolidation, competition on paid advertising channels, ad blocking and the availability of marketing tools, increased competition, and market saturation. The article summarizes the recommendations that will help to distribute the startup marketing costs effectively. The proposed principles of startup marketing budgeting should be adapted to the conditions of the market environment and the research results of the target audience.